Devine Pet Hanson Grain

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OVERVIEW:

The Devine family entered the retail business in the late 1970s when they decided to buy a struggling feed store in Massachusetts. Fast forward about 40 years, and the business has successfully grown into two thriving stores, Devine Pet and Hanson Grain, on the Massachusetts shore.

STRATEGY:

To keep up with the competitive landscape of big-box pet stores, the Devine business created a campaign that resonated with animal lovers who wanted to shop local. Using their own employees and their pets to promote both stores, the Comcast Spotlight production team ‘humanized’ the dogs, giving them human voiceovers. No need to hire talent when animals will work for treats!

SUCCESS:

In both stores, sales increased almost immediately. The owner said both locations saw more customers (and dogs!), and they complimented the commercial during nearly every transaction. The owner said it’s been the best use of their advertising dollars, and the stores plan to increase their spend each year.